More Targeted Approach

More Targeted Approach

The National Tobacco Campaign – More Targeted Approach provides activities and tailored information for Australians including selected culturally and linguistically diverse groups, pregnant women, prisoners, people with mental illness, and socially disadvantaged groups. The campaign aims to contribute to a reduction in the prevalence of adult daily smoking from 15.9 percent currently, to 10 percent or less by 2018.

Campaign activities are underway to engage with current smokers to encourage them to make a quit attempt, support current quitters in making their quit attempt and help them reduce their chance of relapse.

The National Tobacco Campaign – More Targeted Approach has developed a set of television commercials, which aim to reduce the current smoking rates of pregnant women and women who are considering becoming pregnant. Scroll down for further information and creative materials.

Pregnancy advertisements

The current smoking rate of pregnant women in Australia is 14.5% which increases in rural and remote areas. Specific cultural groups also experience higher than average rates of smoking while pregnant, including Aboriginal and Torres Strait Islander and people from culturally and linguistically diverse backgrounds.
A range of advertising material has been specifically developed to target these groups and raise awareness of the support which is available to assist this group in their quit attempt without stigma. The ‘Quit for you – Quit for Two’ campaign promotes that there are health harms associated with smoking while pregnant and that women can call the quitline or download the ‘Quit for you – Quit for Two’ mobile app to support their quit journey.

2011 Pregnancy advertisements

These pregnancy print and online advertisements provide information on the risks and health harms associated with smoking during pregnancy to target pregnant smokers and women who are considering becoming pregnant in an attempt to encourage them to quit. Smoking during pregnancy increases the risk of ectopic pregnancy, miscarriage, premature labour, low birth weight and Sudden Infant Death Syndrome (SIDS).

Culturally and linguistically diverse advertisements

Radio and print advertisements for audiences from culturally and linguistically diverse (CALD) backgrounds are also featured in the campaign. These advertisements were produced specifically for audiences from the following CALD backgrounds: